Pushpin on map

New research by the Location-Based Marketing Association (LBMA) finds that the overwhelming majority of marketers (75%) deem location-based marketing an important focus for 2016, and they are collectively projecting growth of 3.3% for the sector this year.

The new data reflects positive, building momentum, but it’s telling that while 77% of the marketers surveyed thought that location-based data is valuable, only 66% of them felt that it was accurate. This is a troubling discrepancy that indicates that there is a lot of work to be done in standardizing and verifying location data.

The Global Location Trends Report, the LBMA’s first survey of this nature, consulted 253 marketers in the U.S., Canada, Germany, U.K. and Singapore — countries which the association’s founder and president Asif Khan told Street Fight are leading in location-based technology. Major brands — including Coca-Cola, Mondelez International, BMW, Tesco, and Starbucks — were consulted in the survey, which was

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Source: Street Fight